1.
UXPA-DC UX 101
#uxpadc

2.
Thank yous
‣ UXPA-DC Team
- John Whalen - President
- Sree Bhandaram - VP
- Andrew Stevens - Treasurer
- Stephanie Pratt - Secretary
‣ Speakers
- Cory Lebson
- John Whalen
- Faz Besharatian
- Stephanie Pratt

3.
Agenda
‣ 08:30 -9:00: Breakfast/Coffee
‣ 09:00 - 09:15: Introduction to UX
‣ 09:15 - 10:15: UX Fundamentals
‣ 10:15 - 10:30: Morning Break
‣ 10:30 - 11:30: User Research
‣ 11:30 - 12:30: Lunch Break

4.
Agenda
‣ 12:30 - 01:30: UX Strategy (From User Research to Strategy: Design
Thinking and Design Studios)
‣ 01:30 - 02:45: Wireframing/Prototyping
‣ 02:45 - 03:00: Afternoon Break
‣ 03:00 - 04:00: Usability Testing
‣ 04:00 - 05:30: Meet Seasoned Professionals and get One-on-One
advice/Networking/Happy Hour (Drinks and snacks included)

5.
User Research
John Whalen, PhD
Principal, Strategy & User Experience
jw@brilliantexperience.com
brilliantexperience.com
@brlexp

6.
Agenda
‣ What types of user research are there?
‣ When to use them?
‣ Focus on:
- Contextual Inquiry
- Personas
- Journey Maps

7.
What types of user research are there?

8.
What types of user research are there?
‣ Qualitative
‣ Usability testing
‣
moderated
‣
unmoderated
‣
remote
‣ Contextual Inquiry
‣ Ethnography
(e.g., longterm)
‣ Interviews
‣ Focus Groups
‣ Workshops
‣ Quantitative
‣ Surveys
‣ Behavioral Analytics
‣ Conversion Data
‣ A/B Testing

9.
Remote Sessions (15):
Webex Audio/Video
In-person Sessions (15):
Locations:
Chicago (3)
Washington, DC (4)
New York (6)
Boston (2)
Individual Interviews

10.
‣ Boston
‣ San Francisco
‣ Chicago
Focus Group Workshop

11.
Contextual Inquiry

12.
Contextual Inquiry

13.
Consumer! Lawyer! Banker!
Neuroscien2st! VAD7Nurse! Drug7Researcher!
Farmer! Federal7Administrator! Mom7/7Chauffeur!
User
Research
Examples

14.
Contextual Inquiry
IS:
‣ “Fly on wall” or participating
‣ Watch people as they work
‣ Learn their work as if they are going on vacation and you will take over
‣ Capture real-life activity and challenges
‣ Identify gaps in tools / processes
‣ Detailed consideration of each individual (qualitative)
‣ About behavior

15.
Contextual Inquiry
IS NOT:
‣ User testing
‣ Asking about preferences
‣ Asking for solutions
‣ Testing prototypes
‣ Surveying

16.
Visit users where they work

17.
Learn their processes

18.
Learn how they complete tasks

19.
Study the words they use

20.
Watch the way they interact

21.
Learn how they make decisions
Persuasion During Buying Process
“I want
one but…”
“What’s
that?”
“Oh Cool” “Why would
I want one?”
“Is it any
good?”
“Conversion”“Is it worth
that price?”
Likability
Free
Commitment
Intrigue
Endowment
Aesthetics
Narrative
Achievement Reputation
Authority
Social Proof
Framing
Anchoring
Mimicry
Loss Aversion
Status Quo
Effort
Scarcity
Loss Aversion
Ownership

22.
What we capture
Vision / AttentionLanguage
Memory / SemanticsEmotion
Wayfinding
Decision Making

23.
Identifying Patterns
‣ “Day in the life”
‣ Little nuggets -> bigger picture patterns
‣ Real world problems with service/product designs
‣ How they are thinking and approaching a problem
‣ (Not about specific quotes or preferences)

24.
Often do affinity diagramming

25.
Nuggets we found for one client
State
Federal
Intl.
Real Estate
Computation of Tax
Corporate Acquisitions
Estates and Trusts
Sec. 351 - Transfer To Corporation Controlled By Transferor
Sec. 368 - Corporate Reorganizations
Primary source
Secondary source
25

26.
Personas

27.
Journey Mapping

28.
Journey Mapping
‣ Get to each step of process
- What are they looking for
- Concerns
- Challenges
- Tools / needs
- Opportunities
- Emotions
‣ When to use?

29.
Customer Experience Journey

30.
What you get from user research
‣ Who are your clients?
‣ How are they really solving problems and behaving?
‣ What are the gaps in their journey?
‣ What opportunties arise that your products might fill?

31.
Practicalities
‣ How do you get participants?
‣ How do you record the sessions?
‣ What do you need to prepare?
‣ Recruiting guide
‣ Test Plan
‣ Who should participate? (Stakeholders, UX, etc.)
‣ Who should analyze the data?
‣ How do you present it.
‣ Summary
‣ Deep Dive

32.
Thank You

33.
Research
Stakeholder Interviews
Field Research
Competitor Reviews
Expert Reviews
Strategy and Ideation
Strategy Workshop
Design Studio
Rapid Prototyping
Iterative Refinement
UX and Design
IA & Flow
Interaction Design
Concept Realization
Visual Design & Branding
Thank you! @brlexp | brilliantexperience.com